Ahead of Monday’s (27 June) fixture between the Icelandic minnows and England, a store in England’s new home of football (Leicester) has rebranded as England or Iceland.

Recognising that some shoppers may have torn allegiances between it and the English team, the brand completely redecorated the store front.

Iceland, area manager Steve Cropper, said: “We love England, but we love Iceland too of course. So in order to honour both our actual country and our namesake country, we have renamed our store England or Iceland.

“We decided of course to do this at our Leicester store – the city renowned for achieving great things despite being an underdog. The great thing for us is that whatever the result, one of our teams will win.”